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What is Social Media?

Moses Gomes, Digital Media Specialist www.mosesgomes.com

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Lets Learn how B2B sector can gain

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Social Media Case Study

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Introduction

• Maersk Line is the largest container shipping company in the world.• Maersk line has managed and operated over 110 vessels of varying

types and sizes.• With the largest U.S flag feet in commercial service• The target audience includes, clearing and forwarding agents,

employees, exporters, manufacturing companies, maritime unions, etc

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Approach to Social Media

• They emphasise on these three areas communications• Customer service• Sales• Internal usage

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Social Media Goal

Their goal was to get closer to their customers while understanding other opportunities like • Better press coverage, • Gain higher employee engagement• Develop more brand awareness, etc.

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When did they start ?

• Began in 2008 with a goal to understand SOCIAL MEDIA• For 2 to 3 years they listened to conversations on social media• Started indexing the conversations under trends • Each trend was analysed to identify the 4W’S and 1 H for shipping and

logistic industry.• Searched digital archives for images and reports to validate the trend• This exercise was repeated year – on – year for further validation

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Now we have all the DATA!

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Created strategy to address issue of Ice

situation in the Baltic Sea

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PROBLEM

Every year the Baltic Sea freezes over, making it extremely difficult for shipping companies to arrive on time in the Port of St Petersburg. Often cargo gets damaged due to extreme temperatures. Most exporters refrain from exporting in this region due to losses.

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EXECUTION PLAN

• Maersk created a report on how freezing temperatures effect cargo, care to be taken for different cargo during winters in Baltic sea. Further this report highlighted how Maersk takes care of the cargo in winters• This report was available for download from Maersk website only

after filling required form• Through media buy they ensured this report link and ads were shown

on all conversations related to Baltic sea during winters• With data backing of 3 years they has exactly identified keywords and

customer profiles to be targeted for this campaign

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RESULT

• The report was downloaded by more than 200 people• Collected data was strategically used for email marketing to influence

the prospective customers• Maersk saw addition of 20 new freight forwarders to client base

within six months. This translated to increase in business as each freight forward had huge client base.

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MOVING AHEAD – SOCIAL MEDIA FRONT

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Present Strategy

• Maersk Line garnered over 1 million fans on Facebook, 40,000 followers on Twitter, and 22,000 on Instagram• Effectively most social media channels• Have trained captains and employees to use social media effectively• Have social media policy in place as a mandate

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Slideshare

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Instagram

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Facebook

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Some visuals

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THANK YOU